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Utilización del Análisis Conjunto para el estudio de las preferencias de los franquiciadores sobre el perfil de franquiciado/Using Conjoint Analysis to research franchisors’ preferences on franchisee profile

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  • RAMÍREZ HURTADO, J.M.

    () (Departamento de Economía, Métodos Cuantitativos e Historia Económica. Universidad.Pablo de Olavide. Ctra. De Utrera, km. 1, 41013 SEVILLA.954 349 171)

  • GUERRERO CASAS, F.M.

    () (Departamento de Economía, Métodos Cuantitativos e Historia Económica. Universidad Pablo de Olavide. Ctra. De Utrera, km. 1, 41013 SEVILLA.954 349 171.)

  • RONDÁN CATALUÑA, F.J.

    () (Departamento de Administración de Empresas y Comercialización e Investigación de Mercados. Universidad de Sevilla. Avda. Ramón y Cajal, 1, 41018 SEVILLA.)

Abstract

Franchising is a commercial system that arises as a result of the need of franchisors to expand with in a certain market. It’s crucial to make a selection between franchisees looking for specifi c characteristics. Otherwise, an error in the selection of franchisees will prompt their failure, additionally associated with a bad image of the brand and of the chain franchising, and consequently the franchisor’s failure. Hence, this study identifi es the best profile of franchisee in order to do the best selection according to specifi c characteristics. Three sectors are compared, i.e. cosmetics and beauty services, clothing products industry and hotel & restaurants. Conjoint Analysis methodology is used to research franchisor’s preferences about profi le of franchisee. La franquicia es un sistema comercial que surge de la necesidad de los franquiciadores por expandirse en un determinado mercado. Para ello resulta fundamental seleccionar a los franquiciados de entre aquéllos que presenten unas determinadas características. En caso contrario, una mala selección del franquiciado va a provocar el fracaso del mismo, con el consiguiente deterioro de la imagen de marca y de la cadena franquiciadora, lo cual a su vez puede provocar el fracaso del franquiciador en el caso de que la mala selección de franquiciados prosiga. En este trabajo se aborda el problema de identifi car las características que deben configurar el perfil de franquiciado para que la selección por parte de los franquiciadores sea correcta. Se comparan tres sectores importantes y diferentes dentro de la franquicia como son el sector de belleza y cosmética, el sector de confección, moda y complementos y el sector de hostelería y restauración. Se utiliza la metodología de Análisis Conjunto para analizar las preferencias de los franquiciadores sobre el perfil del franquiciado.

Suggested Citation

  • Ramírez Hurtado, J.M. & Guerrero Casas, F.M. & Rondán Cataluña, F.J., 2006. "Utilización del Análisis Conjunto para el estudio de las preferencias de los franquiciadores sobre el perfil de franquiciado/Using Conjoint Analysis to research franchisors’ preferences on franchisee ," Estudios de Economía Aplicada, Estudios de Economía Aplicada, vol. 24, pages 979-1012, Diciembre.
  • Handle: RePEc:lrk:eeaart:24_3_13
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    References listed on IDEAS

    as
    1. Mariti, P & Smiley, R H, 1983. "Co-Operative Agreements and the Organization of Industry," Journal of Industrial Economics, Wiley Blackwell, vol. 31(4), pages 437-451, June.
    2. Parkhe, Arvind, 1998. "Building trust in international alliances," Journal of World Business, Elsevier, vol. 33(4), pages 417-437, January.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Conjoint Analysis; Franchising; Profile; Preferences/Análisis conjunto; Franquicia; Perfil; Preferencias.;

    JEL classification:

    • C42 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Survey Methods
    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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